传媒行业点评：“犒赏经济”需求兴起，IP、潮玩有望持续受益

Industry Investment Rating - The industry investment rating is "Outperform" [2] Core Insights - The rise of "Reward Economy" is expected to benefit IP and trendy toys, driven by a shift in consumer behavior towards high-frequency discretionary spending [4][5] - The "Reward Economy" reflects a proactive optimization of consumption structure, allowing consumers to seek higher quality and psychological returns within limited budgets [6] - IP and trendy toys align well with the characteristics of the "Reward Economy," presenting opportunities for growth in various sectors [7] Summary by Relevant Sections Industry Overview - The closing index is at 802.63, with a 52-week high of 897.3 and a low of 590.32 [2] Investment Highlights - Short-term, the "Reward Economy" is creating new demand, leading to a recovery in discretionary spending. In November, retail sales of consumer goods fell by 3.8% year-on-year, with essential goods showing resilience while discretionary items are recovering [5] - Long-term, the "Reward Economy" has the potential to expand demand and drive domestic consumption, contrasting with the "lipstick effect," which is more defensive and reactive [6] - Personalized demands such as IP and trendy toys are expected to thrive under the "Reward Economy," with opportunities for cross-industry integration [7] Investment Recommendations - Recommended companies include AoFei Entertainment, Zhongwen Online, and Huace Film & TV for their strong IP resources, as well as Yaoji Technology and Guangbo Co., Ltd. for their leadership in trendy toys [10]